‘Agromillennials’ drive sales of pickup trucks and SUVs, says Volkswagen

'Agromillennials' drive sales of pickup trucks and SUVs, says Volkswagen

Focused on the segments that registered the highest sales growth in the Brazilian market, and that in the pandemic falling less than the others – SUVs and pickup trucks -, the Volkswagen presented on Thursday, 29, the new Amarok. It has practically not changed on the outside, but has gained, in addition to some technological equipment, a more powerful engine which makes it, according to the company, the fastest average pickup in the segment.

This is the third launch made this year by the brand in the two segments that have pleased consumers. Sales of pickup trucks this year, until September, totaled 189,800 units, 24% less compared to the same period in 2019. In the case of SUVs, the drop was 18.7%, with 346,000 units sold. The total market for automobiles and light commercial vehicles fell 32% between January and September, totaling 1.37 million units.

Volkswagen’s president in Latin America, Pablo Di Si, assesses that both segments are mainly attracting consumers linked to the agribusiness sector, which has maintained a very positive performance in recent years. “These are segments that are very close to agromillennials”, as he defines rural people born after the 1980s, who are very connected to the internet and new technologies.

In the case of Amarok, which sold 8,800 units this year, 65% were from the 3.0 V6 version, which has more use for leisure, while the 2.0 is more for work, informs Gustavo Schmidt, vice president of Sales and Marketing at Volkswagen in Brazil. Another recently launched pickup, the Fiat Strada, although smaller, was the best-selling vehicle in the country in September. It leads the pickup truck market with 49,900 units sold.

SUV offensive

Among the SUVs, which fell in the taste of Brazilian consumers and also from other countries, the Volkswagen Nivus, launched at the beginning of the coronavirus pandemic, has so far sold 5.8 thousand units. The segment is led by another model of the brand, the T-Cross, with almost 42 thousand units sold throughout the year. And there is already another launch made this year, from Taos, which will be sold only from the first half of 2021.

Pablo Di Si, President of Volkswagen, I made that brand had the biggest portfolio renewal in its history

© Hélvio Romero / Estadão
Pablo Di Si, President of Volkswagen, I made that brand had the biggest portfolio renewal in its history

Di Si points out that, like Taos, the company completes its offensive of launching five SUVs in the Brazilian market that started in 2017, which, according to him, “represented the largest portfolio renewal in the history of Volkswagen in the region”. He believes the launches will increase the brand’s share in the Brazilian market, which, in this period, jumped from 11.5% to 17%.

Like Amarok, the Taos will be made at the General Pacheco plant in Argentina and, according to Di Si, the branch needed to create a new work shift to meet the demand with the arrival of the two new products.

Besides being faster, Amarok will also be the most expensive in the medium pickup segment. The Highline version costs from R $ 243.3 thousand, and Extreme from R $ 256.4 thousand. Among the electronic features of the models are electronic stability control, automatic descent control), uphill start assistant), braking assistance system and rain braking system.

The pre-sales of the new version of Amarok begin this afternoon and the first units of the pickup truck will begin arriving in the country next week, but deliveries to customers should only occur from the end of November.


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